With supermarket chains in Britain increasingly embracing innovative new technologies to navigate the challenges presented by discount rivals Aldi and Lidl, automated online shopping, and Amazon, among others, Sainsbury’s has told investors that digital channels now account for £4.7bn ($5.8bn) of its sales. In light of this, the chain is partnering with Accenture and using Google Cloud Platform (GCP) to create a data insights platform designed to collate and analyse consumer behaviour, using both structured and unstructured methods of data collection to optimise shopping for consumers. Phil Jordan, Group CIO of Sainsbury’s, remarked: “with the help of Google Cloud Platform, we are generating new insights into how the world eats and lives, to help us stay ahead of market trends and provide an even better shopping experience for our customers.” Accenture enjoys a close relationship with Google Cloud. Adrian Bertschinger, Managing Director for retail, Accenture, said: “This project is  . . . a great example of the successes our customers have when they work with our partners. We’re delighted to partner with Google Cloud to help the Sainsbury’s Commercial team apply predictive analytics to the identification of new and emerging trends in grocery. The food sector is experiencing significant, rapid disruption, and this new, cloud-based insights platform will help Sainsbury’s identify trends much earlier and adapt their product assortment in a faster, more informed way – all for the benefit of customers.”

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